While many cleaning contractors have jumped on the content marketing bandwagon, some have not. Even those that have may not be fully aware of its value or its potential in helping to build and grow a contract cleaning company.
Before we explain why content marketing is so valuable, we need to clarify what it is. Content marketing, also known as blogging, is a program typically consisting of words but perhaps also graphics and videos that involves sharing quality, credible, and pertinent information with website visitors. This information generates increased web traffic and more interest in the company’s products and services.
One of the best ways to see the potential and power of content marketing is to learn about a successful example. Possibly the following will work:
A family-operated brick-and-mortar appliance store in St. Louis, MO, found itself losing sales to online retailers. Without significant changes, the store, which had been in the same family for nearly three generations, would likely not be passed on to the fourth generation.
Younger members of the family spent three months studying the marketing models of all types of e-commerce sites until they found a model they thought would work best for them. They also spent a considerable amount of time learning about search engine optimization and other techniques to promote their website.
Their new e-commerce site went live in 2009. At that time, the store had annual sales of about $6 million. By 2013, sales had reached $48 million!
As successful as they were, the younger family members found they were always trying to keep up with what they called the “Google treadmill.” This meant every time they thought they understood Google’s latest search engine algorithms, which are formulas that help one site get higher search engine rankings than another similar site, the search engine giant changed them. Moreover, Google was not the only one. Most of the other major search engines also changed algorithms regularly.
To get off the never-ending Google treadmill, the younger members decided to start a content marketing program. They provided content about the following:
• how to select different types of electronic equipment
• new innovations in appliances
• how to read and understand product warranties
• practical tips such as what types of stainless-steel appliances are best around small children with sticky fingers
• non-appliance-related content, from discussing Spring Cleaning to planning a family party
They also shared each blog posting on a variety of consumer-friendly social media sites including Facebook, Twitter, and Instagram. The family gave the program one year to prove its benefits. After those 12 months, here is what they reported:
• Online sales increased 14 percent.
• The number of links back to the company’s website, which helped improve search engine optimization, grew from 3000 in 2013 to 40,000 in 2014.
• Website traffic increased markedly. One blog posting about painting kitchen walls with watercolors alone resulted in 30,000 visitors to the company website.
• Sales, which had already increased dramatically to $48 million, were expected to reach $60 million by the end of the 12 months.
While we can’t say all cleaning contractors that develop an active content marketing program will experience similar results, we can say that such a program can help significantly. It offers an opportunity for cleaning contractors to teach and educate potential customers. By doing so, trust will be built, and with trust, new customers would be right around the corner.
For more information on ways to grow and build your contract cleaning company, contract Ron at contact@ seguraassociates.com
